Data utilisation among employees in SMEs in Destination Limfjorden, Denmark

This article explores the efforts of Destination Limfjorden in Denmark to enhance employees’ competencies and skills in small and medium-sized tourism enterprises (SMEs) through the strategic use of data. The study employs a mixed-method approach, integrating digital questionnaires and semi-structured interviews to identify the competence needs of stakeholders. The research reveals a significant need for improved digital guest services and highlights the importance of data usage within companies, network building and general competence needs. The article also reviews the literature on the role of big data in augmenting tourism research and the challenges SMEs face in harnessing big data analytics. It underscores the need for robust knowledge management initiatives, targeted skill development programmes and a culture of collaboration among tourism SMEs. The article concludes by emphasising the increasing significance of big data competencies for SMEs in the tourism sector, particularly in remote European regions, and the potential of data analytics in fostering resilience among SMEs and enhancing their competitiveness within the evolving dynamics of the tourism industry landscape.